Beyond generational labels

When I began working in agencies, I was perplexed. Every client I encountered with sign-off authority seemed older. Keep in mind, I embarked on this journey in my twenties, so by 'older,' I mean individuals in their forties. And now, I find myself in that same bracket. I suppose, to me, I'm old.

However, I couldn't comprehend why they wouldn't greenlight something that resonated with my demographic, considering we were the ones in their workforce and the primary audience for the creative.

In terms of generations, it appeared that to become a decision-maker, one had to surpass the age of the audience, leading to a disconnection from what they were actually engaging with. And only then did they have the opportunity to create content for that audience. Makes no sense.

I currently find myself in a similar position, which is why I've developed a keen interest in the generational disparities among people.

Are you familiar with the various generations? From Gen Z and Gen Alpha to even appreciating the nuances of the Boomers, I find them all fascinating.

Here's a statistic from an advertising conference focused on disposable income:

By 2025, 90% of the global workforce will comprise:

• GENERATION Z - Ages 13-28

• MILLENNIALS - Ages 28-43

I find this particularly relevant from the standpoint of internal communications. It defines our primary audience, as this is the demographic we are predominantly communicating with now.

I recently listened to a Generation Z speaker at an event, and his words resonated deeply. Allow me to summarize:

Born after 1996, Generation Z's formative experiences were bookended by Sept 11 and the 2016 US election. They've witnessed the breakdown of trust in traditional institutions such as government, banks, and the military, prompting them to turn to brands for leadership.

With approximately 60 million Gen Z individuals set to enter the US workforce, their distinct preferences and values will redefine how we communicate with our audience.

Millennials grew up in a world where things turned on and off. Millennials fought the battles for Gen Z to get a seat at the table. Gen Z isn't seeking a seat; they're looking to overturn the table. They're not beautiful because they 'don't see color', they're beautiful because of embracing their many colors.

Both Millennials and Gen Z are digital natives, yet their approach to social media differs:

Millennials utilize social media for reconnecting with friends and sharing life updates.

On the other hand, Gen Z, having never experienced disconnection, leverage social media to foster communities, explore identities, and express themselves.

For Gen Z, accessibility is universal. Social media acts as a platform for community building, erasing boundaries between influencers and mentors. Connecting with someone in person isn't much different from reaching out to an online presence who offers themselves up to you. An influencer need not be a celebrity, and a mentor isn't confined to traditional roles. Instead, a mentor is someone engaged in intriguing pursuits within their field, and social media offers them a channel to be accessible to anyone interested.

This speech was inspiring, and smart, and at points unintelligible. What's a Stan? Now I know. And as a parent of a Gen Alpha – terrifying.

But it didn't unveil any overarching trends that go beyond the significance of the audience itself.

Opinions evolve, individuals evolve, and their priorities shift, requiring us to adapt in response.

Mapping generations might seem like a convenient way to sidestep reality.

Consider Fonzie—part of the Boomer generation. Would you have casually dismissed him with an 'okay boomer'?

The significance of psychographics surpasses that of demographics: Labels hold little weight in today's landscape. While demographic factors categorize based on birth years, they pale in comparison to psychographic elements encompassing beliefs, attitudes, values, and behaviors.

Take my mother in her 70s, for example—is she the epitome of what a 'boomer' stereotype suggests? Certainly not.

We're all distinct individuals, yet we share common ground. It's not defined by our birthdates but rather by the narratives we weave. Our identities stem from the stories we internalize, and if these narratives shape our cultures, then culture itself becomes the collection of stories we share among us, irrespective of our birthdates.

As you were.

MrMcK.